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Health Communication
From Theory to Practice
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Main description:

"This new edition superbly blends the practical with the theoretical in a well–structured, updated text on health communication. The author has further elaborated on a particularly critical aspect of strategic communication planning: participatory research, emphasizing a key mantra of health communication: Listen to the people."
Everold Hosein, PhD, senior communication advisor/consultant to WHO and UNICEF; adjunct professor/ coordinator, WHO and New York University Summer Institute on IMC/Communication for Behavioral Impact (COMBI); adjunct professor/codirector, Global Health Communication Center, Indiana University


"This timely, topical, and relevant update captures the breadth and depth of experiences, interventions, and theories. It serves to provision the novice communicator as well as seasoned academics and executives."
Mario R. Nacinovich, Jr., MSC, managing partner, AXON; adjunct faculty member, Boston University; former editor–in–chief, Journal of Communication in Healthcare


"This useful book on the theory and practice of health communication has proved itself in the public health literature. Health communication is integral to public health practice and advocacy and Dr. Schiavo′s book is both clearly written and comprehensive."
Sally Guttmacher, PhD, professor, Public Health, New York University


"Reflecting the rapid changes in health care, including patient–centered care delivery, and with case studies from the United States and international sites, this edition will be an essential resource for health communicators at all levels of scholarship and practice."
Marian Huhman, PhD, Department of Communication, University of Illinois, Urbana–Champaign


"Dr. Schiavo has authored a book that captures new trends and emerging challenges in health communication and development. An essential reading for anyone involved in domestic or global public health initiatives."
Rafael Obregon, PhD, chief, Communication for Development Section, UNICEF, New York


Back cover:

"This new edition superbly blends the practical with the theoretical in a well–structured, updated text on health communication. The author has further elaborated on a particularly critical aspect of strategic communication planning: participatory research, emphasizing a key mantra of health communication: Listen to the people."
Everold Hosein, PhD, senior communication advisor/consultant to WHO and UNICEF; adjunct professor/ coordinator, WHO and New York University Summer Institute on IMC/Communication for Behavioral Impact (COMBI); adjunct professor/codirector, Global Health Communication Center, Indiana University


"This timely, topical, and relevant update captures the breadth and depth of experiences, interventions, and theories. It serves to provision the novice communicator as well as seasoned academics and executives."
Mario R. Nacinovich, Jr., MSC, managing partner, AXON; adjunct faculty member, Boston University; former editor–in–chief, Journal of Communication in Healthcare


"This useful book on the theory and practice of health communication has proved itself in the public health literature. Health communication is integral to public health practice and advocacy and Dr. Schiavo′s book is both clearly written and comprehensive."
Sally Guttmacher, PhD, professor, Public Health, New York University


"Reflecting the rapid changes in health care, including patient–centered care delivery, and with case studies from the United States and international sites, this edition will be an essential resource for health communicators at all levels of scholarship and practice."
Marian Huhman, PhD, Department of Communication, University of Illinois, Urbana–Champaign


"Dr. Schiavo has authored a book that captures new trends and emerging challenges in health communication and development. An essential reading for anyone involved in domestic or global public health initiatives."
Rafael Obregon, PhD, chief, Communication for Development Section, UNICEF, New York


Contents:

Tables, Figures, Exhibits, and Numbered Boxes ix

Preface  xv


Acknowledgments xvii


The Author xxi


Introduction  xxiii


Part One: Introduction to Health Communication 1


Chapter 1 What Is Health Communication? 3


In This Chapter 3


Defining Health Communication 4


Health Communication in the Twenty–First Century: Key Characteristics and Defining Features 9


The Health Communication Environment 22


Health Communication in Public Health, Health Care, and Community Development 23


The Role of Health Communication in the Marketing Mix 25


Overview of Key Communication Areas 26


The Health Communication Cycle 28


What Health Communication Can and Cannot Do 29


Key Concepts 31


For Discussion and Practice 32


Key Terms 32


Chapter 2 Current Health Communication Theories and Issues 33


In This Chapter 33


Use of Communication Models and Theories: A Premise 34


Key Theoretical Influences in Health Communication 35


Select Models for Strategic Behavior and Social Change Communication 57


Other Theoretical Influences and Planning Frameworks 62


Current Issues and Topics in Public Health and Health Care: Implications for Health Communication 64


Key Concepts 81


For Discussion and Practice 82


Key Terms 82


Chapter 3 Culture and Other Influences on Conceptions of Health and Illness 83


In This Chapter  83


What Is Culture?  84


Approaches in Defining Health and Illness 85


Understanding Health in Different Contexts: A Comparative Overview 88


Gender Influences on Health Behaviors and Conceptions of Health and Illness 91


Health Beliefs Versus Desires: Implications for Health Communication 94


Cultural Competence and Implications for Health Communication 97


Key Concepts  99


For Discussion and Practice 99


Key Terms 100


Part Two: Health Communication Approaches and Action Areas 101


Chapter 4 Interpersonal Communication 103


In This Chapter 103


The Dynamics of Interpersonal Behavior 104


Social and Cognitive Processes of Interpersonal Communication 106


Community Dialogue as an Example of Interpersonal Communication at Scale  111


The Power of Personal Selling and Counseling 112


Communication as a Core Clinical Competency 116


Implications of Interpersonal Communication forTechnology– Mediated Communications 128


Key Concepts 129


For Discussion and Practice 131


Key Terms 132


Chapter 5 Mass Media and New Media Communication, and Public Relations 133


In This Chapter 133


Health Communication in the New Media Age: What Has Changed and What Should Not Change 134


The Media of Mass Communication and Public Relations 138


Public Relations Defined: Theory and Practice 139


Mass Media, Health–Related Decisions, and Public Health 149


New Media and Health 157


Reaching the Underserved with Integrated New Media Communication 170


Mass Media and New Media Specific Evaluation Parameters 171


Key Concepts 174


For Discussion and Practice 176


Key Terms 177


Chapter 6 Community Mobilization and Citizen Engagement 179


In This Chapter 179


Community Mobilization and Citizen Engagement: A Bottom– Up Approach 180


Community Mobilization as a Social Process 182


Engaging Citizens in Policy Debates and Political Processes 188


Implications of Different Theoretical and Practical Perspectives for Community Mobilization and Citizen Engagement Programs 190


Impact of Community Mobilization on Health–Related Knowledge and Practices 194


Key Steps of Community Mobilization Programs 203


The Case for Community Mobilization and Citizen Engagement in Risk and Emergency Communication 212


Key Concepts 216


For Discussion and Practice 217


Key Terms 218


Chapter 7 Professional Medical Communications 219


In This Chapter 219


Communicating with Health Care Providers: A Peer–to–Peer Approach 220


Theoretical Assumptions in Professional Medical (Clinical) Communications 224


How to Influence Health Care Provider Behavior: A Theoretical Overview 226


Key Elements of Professional Medical Communications


Programs 228


Overview of Key Communication Channels and Activities 235


Using IT Innovation to Address Emerging Needs and Global Health Workforce Gap 237


Prioritizing Health Disparities inClinicalEducation to Improve Care: The Role of Cross–Cultural Health Communication 239


Key Concepts 240


For Discussion and Practice 242


Key Terms 242


Chapter 8 Constituency Relations and Strategic Partnerships in Health Communication 243


In This Chapter 243


Constituency Relations: A Practice–Based Definition 244


Recognizing the Legitimacy of All Constituency Groups 246


Constituency Relations: A Structured Approach 247


Strategies to Develop Successful Multisectoral Partnerships 251


Key Concepts 260


For Discussion and Practice 261


Key Terms 262


Chapter 9 Policy Communication and Public Advocacy 263


In This Chapter  263


Policy Communication and Public Advocacy as Integrated Communication Areas 264


Communicating with Policymakers and Other Key Stakeholders 267


The Media of Public Advocacy and Public Relations 271


Influencing Public Policy in the New Media Age 274


Key Concepts 277


For Discussion and Practice 278


Key Terms 278


Part Three: Planning, Implementing, and Evaluating a Health Communication Intervention 279


Chapter10 Overview of the Health Communication Planning Process 281


In This Chapter 281


Why Planning Is Important 283


Approaches to Health Communication Planning 285


The Health Communication Cycle and Strategic Planning Process 287


Key Steps of Health Communication Planning 289


Elements of an Effective Health Communication Program  295


Establishing the Overall Program Goal: A Practical Perspective 299


Outcome Objectives: Behavioral, Social, and Organizational 300


Key Concepts 303


For Discussion and Practice 305


Key Terms 306


Chapter11 Situation and Audience Analysis 307


In This Chapter 307


How to Develop a Comprehensive Situation and Audience


Analysis 308


Organizing, Sharing, and Reporting on Research Findings 333


Common Research Methodologies: An Overview 335


Key Concepts 353


For Discussion and Practice 354


Key Terms 354


Chapter12 Identifying Communication Objectives


and Strategies 355


In This Chapter 355


How to Develop and Validate Communication Objectives 356


Outlining a Communication Strategy 364


Key Concepts 372


For Discussion and Practice 372


Key Terms 373


Chapter13 Designing and Implementing an Action Plan 375


In This Chapter 375


Definition of an Action (Tactical) Plan 376


Key Elements of an Action (Tactical) Plan 379


Integrating Partnership and Action Plans 398


Planning for a Successful Program Implementation 400


Key Concepts 404


For Discussion and Practice 405


Key Terms  405


Chapter14 Evaluating Outcomes of Health Communication


Interventions 407


In This Chapter 407


Evaluation as a Key Element of Health Communication Planning 408


Overview of Key Evaluation Trends and Strategies: Why,


What, and How We Measure 409


Integrating Evaluation Parameters That Are Inclusive of Vulnerable and Underserved Populations 425


EvaluatingNewMedia Based Interventions: Emerging Trends


and Models 426


Monitoring: An Essential Element of Program Evaluation  430


Linking Outcomes to a Specific Health Communication


Intervention 432


Evaluation Report 434


Key Concepts 437


For Discussion and Practice 439


Key Terms  440


Part Four: Case Studies and Lessons from the Field 441


Chapter15 Health Communication in the United States: Case Studies and Lessons from the Field 443


In This Chapter 443


From Theory to Practice: Select Case Studies from the United States 444


Emerging Trends and Lessons 464


Key Concepts  465


For Discussion and Practice 466


Key Term 466


Chapter16 Global Health Communication: Case Studies and Lessons from the Field 467


In This Chapter 467


From Theory to Practice: Select Case Studies on Global Health Communication 468


Emerging Trends and Lessons 490


Key Concepts 492


For Discussion and Practice 493


Key Terms 493


Appendix A Examples of Worksheets and Resources on Health


Communication Planning 495


Appendix B Sample Online Resources on Health Communication 509


Glossary 523


References 539


Name Index 593


Subject Index 601


PRODUCT DETAILS

ISBN-13: 9781118419120
Publisher: John Wiley & Sons
Publication date: December, 2013
Pages: 576

Subcategories: General Practice, Public Health

MEET THE AUTHOR

Renata Schiavo, PhD, MA, is a health communication, public health, and global health specialist. She is the founding president and CEO of Health Equity Initiative, a nonprofit organization. She is also a Senior Lecturer at Columbia University Mailman School of Public Health, Department of Sociomedical Sciences.